SAN DIEGO — SeaWorld will end its orca shows at its San Diego park by 2017, its top executive said Monday, saying customers at the location have made clear they prefer killer whales acting more naturally rather than doing tricks.

CEO Joel Manby told investors that the park — where the iconic shows of killer whales doing flips and other stunts debuted decades ago — will offer a different kind of orca experience focusing on the animal’s natural setting and its behaviors, starting in 2017.

Animal rights activists called the move a marketing gimmick and want the company to phase out holding whales in captivity at all.

The Florida-based company has seen revenue drop since the 2013 release of the documentary “Blackfish” that examined how orcas respond to captivity.

Attendance has dropped the most at its San Diego location, and the decision to end such shows would be limited for now to that park. Shows at its other parks, including in San Antonio and Orlando, will continue.

People for the Ethical Treatment of Animals said the move does not go far enough and urged investment in whale sanctuaries.